Brands of ultra-premium joints and non-alcoholic beer spiked with THC seek to reach mainstream consumers by comparing potency of cannabis against society’s common understanding of alcohol.
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BY ED MURRIETA
On sale in Colorado and California, the nation’s two leading adult-use recreational cannabis markets, Toast’s ultra-premium, low-potency joints are dosed to mirror the equivalent potencies of bar-measured cocktails. One joint, containing a proprietary blend of strains measuring 10 percent THC and 2:1 CBD:THC, is billed as being as intoxicating as one alcoholic drink.
Meanwhile, the Colorado brewer who created micro-to-macro Blue Moon ale announced a line of non-alcoholic craft beer containing THC and dosed at easy-to-understand alcohol-to-cannabis intoxicant-equivalence measures — lower-potency light beer labeled with one marijuana leaf, medium-potency amber beer labeled with two marijuana leafs and higher-potency dark beer labeled with three marijuana leafs.
Both Toast and Ceria are positioning their products to be consumed responsibly and enjoyed comfortably in social settings — marketing to mainstream, upscale consumers who understand alcohol but are clueless, and possibly even concerned, about pot.
Toast is currently marketing in Colorado and California. Ceria is in development in Colorado, with plans to contract brew in legal cannabis states. Ceria admits its non-alcoholic beer is a mere delivery mechanism for THC and promotes the beverage and its fast-acting high as being more socially desirable than THC gummies.
I’ve set up interviews with product makers about how they determine, develop and ensure reliability of alcohol-to-cannabis equivalencies; and about marketing both to mainstream consumers who have not previously consumed cannabis and to experienced cannabis users who seeks to make informed purchases based on common consumer comparisons.